There are so many variations of how to tell business stories on branded company podcasts, which I was reminded of in the show from private equity company Thoma Bravo:

Behind the Deal

Their bread and butter is acquiring and growing existing companies, and turned that into a compelling podcast format. Their host is Orlando Bravo, a namesake of the company. He brings on different partners at the firm to tell the story of their different acquisitions. A smart thing they do is have the Thoma Bravo partner interview the CEO or other executive of the operating company they acquired. It’s a nice combination, you get to hear about the transaction from the acquirer’s financial perspective, as well as from the opposite side of the company that is being acquired. And naturally these are deep and longstanding relationships with a lot of respect for what each side brings to the partnership.

The other nice touch from Thomas Bravo and producer Pod People is the combination of the full length episode as well as a “mini-sode” with edited down excerpts from the full interview. As we have more formats and platforms, and it becomes more and more challenging to keep audiences engaged, it can be a smart move to make sure you have social-friendly and shorter length clips of episodes to draw new viewers in and get them interested in the full, immersive episodes.